CIP – Custom Industrial Products

CIP – Custom Industrial Products

CIP – Custom Industrial Products

Adam Latham

The Cowbell Agency


Recent Agency Samples of Work

While this may look like a standard, 2-page spread ad, to achieve the look we wanted when needed a perfect image of the product. To get the angle just the way we wanted it, accentuating the height and trailing off in the right-side horizon, and in a clean environment…well, it didn’t actually exist. This is actually 8 of the work platform units connected (which is one of the key features of the product). Since we couldn’t actually photograph it, we went to some cool 3-D modeling software and had to create the structure from spec sheets. Then of course there’s colors, textures, lighting and shadows.


Is Your Website at Risk of ADA Ligation?

Is Your Website at Risk of ADA Ligation?

Is Your Website at Risk of ADA Ligation?

Suzanne McBride

The Cowbell Agency

ADA (American Disabilities Act) was signed into law in 1990, and is America’s most important law regarding accessibility and civil rights for people with disabilities, including web accessibility.

U.S. courts apply ADA and its accessibility requirements websites. The Guidelines for web accessibility covers the 4 principles:

• Perceivable (how one perceives content through sight, sound and touch
• Operable (the way someone can use the site)
• Understandable (how easy is it to understand)
• Robust (does coding meet standards, etc.)

Rise in Litigation:

Since 2017, the number of ADA title III-related lawsuits skyrocketed and 2022 broke the record for ADA lawsuits and demand letters– with small and medium business being in the center of the storm.

Why are there so many ADA lawsuits?

There are a few reasons why ADA web accessibility has become such a hot legal topic in just the last few years, including the spread in awareness about web accessibility requirements. In 2022, 100,000 business owners received demand letter for having inaccessible websites.

Businesses can be fined up to $150,000 for ADA violations. Since it’s almost inevitable that the court would find in favor of the plaintiff, small business owners often feel that they have no choice but to settle out of court. The cost of defending a lawsuit would destroy even a medium-sized business, but the average settlement agreement still comes to $35,000.

Who has to comply with the ADA?

There’s a common misbelief that ADA only applies to very large corporations, but that’s a serious mistake. All types and all sizes of businesses have to comply with ADA legislation, for their customers, and for their employees if there are over 15 employees.

That means that ADA affects:
• Places of entertainment like theaters, movie theaters, and concert halls
• Restaurants and eateries
• Small and medium businesses of all types
• Large enterprises
• Retail stores
• All state and Local government offices, employment agencies, and labor unions 

Here’s how Cowbell can help:

We can run a no cost audit of your site to see if there are any issues. If so, we can add the ADA software for a free 7 day trial period, and if you decide to stay with the plan, the cost is $490/year, plus small set up fee

Unlocking the Power of Targeted Advertising

Unlocking the Power of Targeted Advertising

Unlocking the Power of Targeted Advertising

Adam Latham

The Cowbell Agency

In the ever-evolving landscape of digital advertising, businesses are constantly seeking ways to maximize their return on investment and reach the most receptive audience. The key to achieving this lies in identifying and targeting the right audience – individuals who are most likely to become customers. By focusing their efforts and budget on engaging with this specific group, advertisers can enjoy significant cost savings. In this blog post, we will explore the different methods of identifying the right audience and how it ties into the effectiveness of a DSP or programmatic advertising model.

(Even before we get too deep into this, I realize I have already introduced some jargon or acronyms that people who don’t speak advertising geek might not understand. If you want to better understand exactly what DSP or programmatic advertising is you can refer to HERE

Identifying and Targeting the Right Audience

To effectively reach the right audience, advertisers have access to a wealth of data-driven insights that help them understand consumer behavior and preferences. Now, some of you right now are repulsed by the notion advertisers have access to this data. But get over it. We do. Take your consumer hat off for just a moment, please your business owner or advertiser hat on, and just embrace the many different ways we can target. 

Personal Demographic Information:

Understanding the demographics of potential customers is crucial. This includes factors such as age, gender, marital status, education level, income, home value, and even specific details like car make and model. By analyzing these demographic attributes, advertisers can tailor their messaging to specific subsets of the population that are most likely to be interested in their products or services.

In fact, trying to prepare a list or spreadsheet of ALL of the different levels of demographic data is virtually impossible. The depth of different attributes changes and evolves from day to day, and the true beauty is when you combine different attributes, which can provide an almost infinite list of possibilities. If that sounds like an exaggeration, imagine if you will for an advertiser who might make branded accessories for people who own Jaguars. Imagine the ability to deliver everything from online display ads to actual television ads, during the most popular streaming television show, but only paying to deliver that ad to people watching who a) own a Porsche, b) have an online behavior history purchasing similar items, and even has 5X to 7X the average discretionary income. 

Gone are the days of paying to deliver ads to people who don’t want, need, or can’t afford your product or service.

Online Behavior:

Online behavior provides valuable insights into consumer interests and habits. Keyword search analysis allows advertisers to identify individuals who are actively searching for products or services similar to what they offer. Contextual content viewed allows targeting based on the type of content users are consuming, ensuring that ads are relevant to their interests. Moreover, analyzing the types or categories of websites visited provides valuable information for advertisers to determine the online preferences and align their ads accordingly. 

Previous Purchasing Behavior and Habits:

Studying customers’ past purchasing behavior and habits helps businesses identify potential customers with similar characteristics. By analyzing previous purchase history, brands can create lookalike audiences – individuals who exhibit similar behaviors and preferences to their existing customers. This approach enables advertisers to target prospects who are more likely to convert, thus optimizing their marketing efforts.

Geographic Location:

Geographic location plays a pivotal role in targeting the right audience. Advertisers can narrow their focus to specific regions, cities, or neighborhoods by leveraging geographic location data. This allows them to tailor their messaging to local audiences who are more likely to be interested in their offerings due to their proximity to the business location.

Event or Business Geo-fencing:

Event or business geo-fencing is a powerful technique that enables advertisers to target individuals in specific physical locations. By setting up virtual boundaries around events, trade shows, retail stores, or competitor locations, advertisers can deliver relevant ads to individuals who enter or exit these boundaries. This approach allows businesses to engage with potential customers who are physically present at specific locations or have shown interest in similar events or businesses.

The Role of DSPs and Programmatic Advertising

Here’s where all this comes together. After you identify your ideal target audience, you want to be able to reach them. This is where Demand-Side Platforms (DSPs) and programmatic advertising play a crucial role in efficiently doing that. When we say “demand-side” what we are talking about are these opportunities when when websites, video providers, social media platforms, and yes, even streaming TV content providers, are asking for ads to serve up. If you watch any streaming television (and there are more of you than cable watchers now), it happens very fast. The show is pausing for a commercial and that little wheel in the corner of your screen is spinning. A few seconds later, it tells you how many minutes of commercials it is going to show you. In those few seconds, the AI in the background found ads specifically targeted to you. Cool, uh? Well, I think it’s cool. Some people find it scary. But for the life of me, if I have to be served up two minutes of ads, I can’t understand why it is better to see an ad meant for a 17-year old, female, who is actively downloading boy band tunes. Why not see ads for things I actually might want to buy. And yes, I get how that gives us marketers a lot of power. Again, embrace it and take advantage of it. 

Choosing the right social channels for your target audience?

Choosing the right social channels for your target audience?

Choosing the right social channels for your target audience?

Shelley Gulley

The Cowbell Agency

In today’s digital age, trying to select the right social channels to reach your target audience is like trying to pick a movie on Netflix. There is so much to choose from, where do you begin? As of 2023, there are well over 20+ platforms, including the major powerhouses of Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok, and Pinterest. 

In this blog, we will outline 5 major steps you can take on the road to aligning the right channel with your audience.  

Step 1 – Defining your Target Audience

The truth is, to arrive at the right social channels you’ll need to first start by having a clear understanding of who you are marketing to. Considering factors such as age, gender, location, interests, buying behaviors, and the motivators influencing their purchases is the key to identifying the best fit. Know thy audience! 

Step 2 – Researching the Major Platforms

Each platform is unique in the way they utilize different features, demographics, functionalities, and types of content they focus on. Look for channels that align with your audience’s characteristics and preferences. Here are some of the most popular ones below: 

  • Facebook: Originally popular among college students, it has now grown to include a wide range of age groups, with the largest user base consisting of adults aged 25-54.
  • Twitter: Popular among users seeking real-time news updates, trending topics, and discussions. It has a diverse user base, attracting users across different age groups, interests, and professions.
  • Instagram: Initially popular among younger demographics, particularly teens and young adults, Instagram continues to have a strong presence among those age groups. However, it has also seen significant adoption among older age groups.
  • LinkedIn: Primarily used for professional networking and job searching, LinkedIn’s user base consists largely of working professionals, businesspeople, and job seekers. It tends to attract users of various age groups, with a higher concentration of older professionals.
  • Pinterest: Known for its focus on visual inspiration, DIY projects, and lifestyle content, Pinterest has a predominantly female user base, with a higher concentration of users in the 25-54 age range.
  • Snapchat: Initially popular among younger demographics, particularly teenagers and young adults, Snapchat’s user base skews younger. It has a strong presence among Gen Z and Millennials.
  • YouTube: With a vast range of content, YouTube attracts users of all age groups. However, it has a significant presence among younger audiences, especially teenagers and young adults, who consume a wide variety of videos.
  • TikTok: Known for its short-form video content, TikTok gained popularity among younger demographics, primarily Gen Z and Millennials. It appeals to those seeking creative and entertaining content.

Let’s dig in a little deeper. Do you like pizza? Let’s consider how each platform has its own way of communicating content, as shown in the example below.

Again, it all comes down to “knowing thy audience” and matching up with the best demographic that aligns with your target audience.  

Step 3 – Consider the Type of Content & Interactions

Some platforms drive content with video, others with graphics and links. Each is unique in the way it matches your target audience’s interests and engagement patterns. 

For example, if your target audience is C-Suite level, CEOs, VPs and Presidents then utilizing a business platform like LinkedIn where professionals interact by sharing articles, or corporate news updates would be a far better match than a platform like TikTok whose demographic skews much younger and is more focused on video content. If you plan to use visual content or products to show off, platforms like Instagram or Pinterest might be more suitable where visual graphics are front-runners to grab your audience’s attention. 

Step 4 – Prioritize Platform Popularity

Just because YOU love a platform, doesn’t mean it’s the best one for your target audience. Consider the popularity and user base size of each platform. A larger user base usually means more potential reach, but it also means more… dum, dum, dum…. Competition! Balance the size of your audience with your ability to stand out and engage effectively with the right social channel.

Last but not least…

Step 5 – Test and Measure

Once you have identified the most suitable platforms, (that’s right, there could be more than one!) start by creating a presence on those channels. Nowadays, most channels have amazing digital insights that allow you to drill down the metrics. Monitor your performance, engagement levels, and conversions. Adjust your strategy based on the platforms that yield the best results. 

At the end of the day, choosing the right social media platform(s) for your target audience requires careful consideration of their demographics, preferences, and marketing goals. By following these 5 simple steps, you can make informed decisions and optimize your social media presence to effectively reach and engage with your desired audience. Remember, social media trends are consistently evolving, so be sure to periodically review and adapt your strategy to stay relevant, and maintain a strong connection with your audience. 


Understanding Demand-Side Platforms (DSPs) and the Programmatic Advertising Revolution

Understanding Demand-Side Platforms (DSPs) and the Programmatic Advertising Revolution

Understanding Demand-Side Platforms (DSPs) and the Programmatic Advertising Revolution

Adam Latham

The Cowbell Agency

Programmatic advertising has revolutionized the way digital ads are bought and sold. Instead of manual negotiations and direct sales, programmatic advertising uses data, algorithms, AI, and automation to streamline the ad-buying process. It allows advertisers to target specific audiences, optimize campaigns in real time, and achieve greater efficiency and effectiveness. In this blog post, we will delve deeper into programmatic advertising and explore how it enhances targeted advertising efforts.

What is Programmatic Advertising? 

Sometimes, the most fundamental or basic questions are the most difficult to answer. If you were to ask two different marketers you might get two different answers. Here’s the way I like to explain it. Let’s look at the different “functions” of advertising. There’s creating content and messaging, and then there’s delivering that content and messaging. Pretty basic concept. 

Now, we have DSPs, or Demand-Side Platforms that are asking for ads. They have demand, and they want that demand filled so they can get paid. They can be part of the Google display network, an independent website, an app, or a video news site, or…geez, this list could go on forever. Let’s just say they deliver content, even as far up the food chain as an entertainment provider like Hulu, Tubi, or Netflix. 

What happens very quickly is a transaction. And this happens constantly, 24 hours a day, and simultaneously. There’s no way any individual could see the request, read the request, and agree to the request. So what happens is you configure a campaign that is programmed to respond to these requests. That is why it is “programmatic.”

And just to confuse things even more, the content providers could never agree to these things in advance because they don’t know the parameters of the deal until that final variable is in place: YOU are watching the content. Each and every one of us merits a new negotiation.

This isn’t as complicated as you may think (or maybe it really is and I’m just so dived into this my perception of reality is altered). Let’s say individual A, who is a 65-year-old male who lives in a specific geographic area, is watching a college football broadcast on a Saturday afternoon. There may be a thousand different campaigns that want to show him ads as long as they don’t exceed $1.50 to show him. The demand goes out, the order is filled, and he is seeing ads. Now, let’s change that slightly. Individual B is watching the same exact broadcast from the same exact content provider and lives right next door to Individual A, but, this individual is a 35-year-old who owns a Porsche and has 7X the discretionary spend level of the average American. For this individual, the request goes out, and it finds that a company that makes Porsche-branded leather jackets is willing to pay up to $3 to show that person an ad. Guess what, the content provider finds, offers, gets acceptance and shows him this ad so that they double their money.

If you want to learn more about the many different ways we can target including geo-fencing, go to this link HERE

These offers and acceptances take place while you are waiting for commercials. This real-time bidding (RTB) is a key component of programmatic advertising. It enables ad inventory to be bought and sold in milliseconds through automated auctions. Advertisers can bid on ad impressions based on their targeting criteria, and the highest bidder gets their ad displayed to the desired audience. This dynamic bidding process ensures efficient allocation of ad spend and maximizes the potential reach of campaigns.

The “programs” that run these campaigns use a combination of Big Data and AI to keep these running in the background. They are called Demand-Side Platforms (DSPs). These software platforms provide advertisers with a centralized interface to set campaign parameters, target specific audiences, and optimize ad spend. DSPs integrate with ad exchanges and supply-side platforms (SSPs) to access ad inventory from multiple publishers, ensuring a wide reach for advertisers.

The capabilities offered by DSPs are diverse and powerful. Advertisers can leverage audience targeting features to define their ideal customer profile and deliver ads to the right individuals. Real-time bidding on ad exchanges enables them to bid for ad impressions based on predefined criteria, ensuring that their ads reach the most relevant audience.

Furthermore, DSPs offer ad creative management tools, campaign tracking features, and comprehensive reporting capabilities. These functionalities enable advertisers to monitor campaign performance, make data-driven optimizations, and gain valuable insights into their ad campaigns’ effectiveness.

That’s how I describe the whole thing, acronyms and jargon included at no extra cost.  But if you’re the type of person who likes the Wikipedia sort of way of answering that question of “what is programmatic advertising”  it might read:

“Programmatic advertising empowers advertisers to leverage sophisticated targeting options to reach their desired audience segments. By utilizing demographic information, browsing behavior, location, and interests, advertisers can tailor their ad campaigns to specific audiences. This level of precision targeting ensures that ads are shown to the right people, at the right time, and in the right context.”

That actually wasn’t as painful as I thought. 


Programmatic advertising, facilitated by Demand-Side Platforms (DSPs), has transformed the digital advertising landscape. It offers advertisers greater efficiency, precision targeting, and real-time optimization capabilities. Through programmatic advertising, businesses can reach their target audiences more effectively, improve campaign performance, and achieve a better return on investment (ROI).

DSPs play a critical role in programmatic advertising by providing advertisers with the tools and infrastructure to manage and optimize their ad campaigns. These platforms enable advertisers to leverage data-driven insights, reach the right audience at the right time, and make informed decisions to drive their digital advertising success.

As the digital advertising industry continues to evolve, programmatic advertising and DSPs will remain key components in the arsenal of advertisers seeking to maximize their online advertising efforts. By harnessing the power of programmatic advertising and utilizing DSPs effectively, businesses can elevate their digital advertising strategies and achieve their marketing goals. Embracing programmatic advertising opens up a world of opportunities for targeted advertising, enabling businesses to connect with their audience in a more precise and impactful manner.

Pin It on Pinterest